Exclusive: Marcos Noronha, Odds Scanner and leadership in Brazil
During SiGMA Euro-Med in Malta, we had the pleasure of speaking with Marcos Noronha do Amaral, Sales Account Manager at Odds Scanner Group. He currently leads the company’s operations in the Brazilian market, alongside Head of Sales Filippo Anzalone, while closely overseeing its expansion into new regions such as Latin America, Europe, Asia, and Africa. In this article, we explore the strategic vision behind one of the industry’s leading affiliates and the crucial role that technology, media, and regulation play in sustaining iGaming’s growth.
Founded in Malta, Odds Scanner Group operates under the affiliate model, a sector that has grown alongside iGaming in recent years. The company’s focus is to deliver high-quality organic traffic to bookmakers through SEO strategies.
“For the operator, it is advantageous because they do not have to deal with dozens of small affiliates, and for the affiliate, it is a gateway to deals they would hardly get on their own,” explained Marcos.
This approach has earned Odds Scanner Group the reputation of being number one in traffic quality in Brazil, not only for its performance metrics but also thanks to its strong partnerships and trusted network within the operator ecosystem. The company has also invested heavily in proprietary technology, including AI-based adtechs capable of targeting ads and tracking user journeys in real time, odds aggregation tools, and sports data. Late last year, it launched a B2B affiliate platform, Odds Scanner Partners.
“Our goal is for the reader not only to find reliable information but also to understand how to bet responsibly. We create performance rankings based on real conversion metrics and user feedback, with ratings and comments,” commented Marcos.
Brazilian regulation
Speaking about betting regulation in Brazil, Marcos is very clear that it does not hinder operations; on the contrary, it brings security and transparency. Odds Scanner, which already maintains an office in Brazil with around 70 professionals, operates only with operators licensed under the federal model.
“The big change is that today everything is formalised in contracts, with legal departments on both sides. This guarantees long-term partnerships and reduces default risks, which were common before,” he explained.
However, while he is favourable to regulation, the executive criticises sudden tax increases: “The problem is when the government projects a rate, and months later it is raised. This impacts the planning of operators and affiliates and may favour the illegal market.” For him, the key is balancing the tax burden so that it does not discourage investment or leave room for unregulated sites to attract players with bigger bonuses. He also questions how, even with well-structured regulation and oversight in payments, illegal bookmakers still manage to use PIX.
Marcos also mentioned that iGaming in Brazil already has experienced professionals working for decades, many of them supporters of the regulated market. The current phase in Brazil is one of maturation: strengthening the environment, generating jobs in the country, and having an industry working together in pursuit of security and growth.
“An aligned market brings strength to the affiliate sector. If there is imbalance between operators and affiliates, the entire chain suffers. Our role is precisely to balance this scale with transparency and seriousness.”
Global expansion of Odds Scanner Group
In addition to dominating the Brazilian market, Odds Scanner Group is expanding its operations. It already operates in Latin America, the United States, Canada, and Central Europe, and is considering entering Asia and Africa. The global partnership with OneFootball is a major step in this strategy. But even with the expansion, Marcos emphasises that the Brazilian market remains the company’s pillar and the largest laboratory for developing expertise that will be replicated internationally.
According to Marcos, the company’s objective is well established: “To bring knowledge, offer a good experience to the player, and build long-term partnerships with transparency and security.”
Finally, Marcos is also known behind the scenes for his lively personality and professionalism at industry conferences, earning him the informal title of “One of the Greatest in iGaming Public Relations.” While he acknowledges that sales strategies and business practices play a vital role, he firmly believes in the power of organic networking. In an industry driven by deals and contracts, Marcos also values connections that go beyond products and numbers. Genuine relationships are built in meetings, casual conversations, or networking events.
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